A study on purchasing behavior of UiTM Sabah student towards gold jewellery / Jodie Kessy Primus

This research is study on 'Purchasing Behavior of UiTM Sabah Student on gold jewellery '. As we know that, wearing gold jewellery is not just for beauty but it can display wealth, status and for functional use such as brooch. Thus, the objective of this research is to understand the purchasing behavior among UiTM student towards gold jewellery and to determine their preference too. The significant of this study will give good impact firstly to the seller of gold jewellery and to the researcher as well. Two types of data collection method are used. They are primary data and secondary data. Where primary data in this research, questionnaires will be design in order to guide researcher to interview respondents and secondary data are information, which are already in existences, but are relevant to this study. Two types of secondary were used. There are internal and external secondary data. Internal sources are those data is gathered within the organization that the research had carried out. These include information that collected from magazines, newspaper, pamphlets and others. External sources are those data that is collected outside the organization. These include data that is gathered from Internet, projects paper and other published document from libraries. Based on the analysis of the survey, it was found that the findings and results of the survey are concurrent with literature and there some problem encountered and some suggestions to solve. Overall of this research, from the finding and analysis, researcher made the conclusion that most item of gold jewellery wore by Uitm female student is necklace and the main factor influencing them while purchasing gold jewellery is the price of the jewellery itself.